The content matrix: getting your customer engagement goals right

Content engagement

How often do you sit by your computer or notepad, facing the blank page that glares starkly back at you and wonder about the point of the content you are about to write?

Just as every business needs an organisational strategy so too does the content you create for your customers. Despite this, how many of us actually take the time to evaluate our existing content strategy (if we even have one!) and assess whether it’s on target?

The customer connection

The ultimate goal should be to write engaging, purposeful content that touches a cord with your core audience, compelling them to share it on social media while also drawing them back to your brand for more.

“Content that understands its audience will be good content. Content that doesn’t, can’t be.”

Seth Godin

In this age of digital disruption and with people being bombarded with content from all angles, most of us understand that the customer has to be at the heart of a content strategy. As brand evangelist and entrepreneur Seth Godin outlines in the quote above, good content understands its audience.

Here are some points to consider when planning future content:

Who do you want to engage with?

Your content should aim to captivate: reaching your target audience and also aspiring to win new customers and meet their needs. It should be both authoritative and fun at times so that you make a clear connection with customers.

The ‘personalisation’ factor

Your customers want to feel that content is ‘personalised’ for them. Adapt your content to what your customers want and need before they even know it. Be ahead of the game and stay on top of digital and SEO innovations.

Evaluate your content strategy on a consistent basis
In tune with your business strategy, your content strategy should be reviewed on a regular basis to ensure that it is aligned to your business goals and that it is connecting with your customers. It may be necessary to pivot your content strategy from time to time in response to new strategies, new products and interactions on your social media and business networking channels.

Once you have done a review of your existing content, you must look at the tone of voice for content and make sure that it aligns with your brand.

Ensure your content is mobile-ready
Is your content optimised for mobile? People are increasingly using their smartphones as their first port of call to stay up to access the internet and news. Therefore, you must ensure that your website is responsive to mobile and that your content can be easily viewed on smartphones, tablets and phablets.

Be a thought leader in your field

Do you want to be considered a thought leader? As well as promoting user engagement, your content should aim to assist customers on their buying journey. It’s helpful to offer a mix of content types: videos, blogs, podcasts, infographics, whitepapers, ezines and webinars. This will help cement your identity as a trustworthy, knowledge-driven brand your customers will love.

Set KPIs

Do you have monthly or quarterly measurement goals for your content, taking into account consistent content delivery and its promotion on social media channels?

It’s essential to set KPIs for your content, first, and to take into consideration how you will target this content on your digital channels. What will work on LinkedIn will not appeal to your Facebook community, for instance.

A good mix

Finally, it’s worthwhile shaking things up a bit. Include inspirational content, feel-good content, educational content and promotional content in your content plans.

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